What The Industry Needs To Do To Move Forward: OMD’s Dan Bye

What The Industry Needs To Do To Move Forward: OMD’s Dan Bye
SHARE
THIS



OMD head of strategy Dan Bye takes a look at how, as an industry, we must operate moving forward – the difference between creating ideas and creating innovations.

Whether you work within the creative or media side of our industry we are at an interesting crossroads, where the competition for consumers’ attention has never been greater.

In response to these challenges agencies of all disciplines are increasingly needing to look for more creative ways to connect with these audiences, some of which have seen agencies working on projects that are outside of what was typically considered the domain of the advertising industry.

In recognition of this shift at Cannes this year we saw the inaugural Innovations Lion’s being awarded (their definition of innovation being data x technology x ideas), providing the opportunity for work that might not have fit neatly into other judging categories the opportunity to be recognised and celebrated by our industry, not that by any means Cannes or any awards show should ever be the be-all and end-all of course.

This type of innovation is not new and some brands/agencies have been playing in this space for some time, a notable example of which would be R/GA & Nike+ which was launched as far back as 2006.

Post Cannes I have read a fair amount of debate and conjecture about the merits of some of the projects that were awarded by the innovations jury (for the sake of fair disclosure, I was involved early-on in the Optus Clever Buoy project in a previous role, and so have a natural bias towards it); a lot of this time and effort being spent debating the validity of the projects recognised by the jury and also what impact they may/or may not have had on the businesses of the clients that funded them – the last point is true of many creative/media awards, and is after all why we have effectiveness categories.

Regardless of your feelings to the particular projects in question, it is my belief that the reality here is a difference in how, as an industry, we must operate moving forward, the difference between creating ideas to creating innovations.

The advertising industry has always been an industry of ideas. However, we have been required to be an industry of the definitive, with the expectations being that the solution we come-up with be achievable within certain parameters – be that within a time frame, budget and/or to achieve specific marketing/business objectives.

Unfortunately, the simplicity of what once was is no longer the case, and brands now more than ever, are having to work much harder to create relevance and fulfil a meaningful role in the lives of the audience they are trying to connect with; to ensure that their brand/product/service is top-of-mind when the consumer comes to part with a dollar or two (whether today, tomorrow or at some undefined point in the future).

In order to foster this meaningful connection between brand and audience some agencies are choosing to go down a less trodden path, one which is less definitive at the outset and arguably involves more risk for both client and agency.  A path that if successful can deliver far more return for longer, than a traditional advertising campaign could.

As an industry we are supposed to be a bunch of dreamers – looking to the future and coming up with new ideas – and at the moment entrepreneurs and tech companies are kicking our arses, this is why we need to celebrate the innovators.

Innovation isn’t a type of brief, or a check-box, and it is not something that fits neatly into a traditional agency model nor something that can be confined to a 30 second ad, a MREC or an out-of-home special build.

Innovation is a commitment and a process – we still need an insight, a human need or a problem to solve, but we then need a multi-disciplinary team of thinkers that the traditional agency model isn’t designed to accommodate – this is when the innovation starts – the process that realises a brand new way of solving that problem and makes it a reality, and doing things for the first time will always be fraught with risks.

It is a commitment and a labour of love that requires patience, open minds and a group of people that are prepared to venture into the unknown and have the tenacity to overcome the obstacles and probably some failures along the way, at times maybe even questioning if what they have dreamt up is possible to achieve.

That is what leads us to the step changes and leaps forward that create some new-news and point of difference and cut through for the brave brand involved.

So whilst at times these projects can feel farfetched, that is kind of the point.

We need to celebrate the bravery and tenacity of both the agencies and the clients that have the balls to embrace innovation and make these new ideas become a reality, and if some fail along the way then we should take a leaf out of the book of the technology industry and make sure we have learned something new.

At least we gave it a go.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]